Papers on "Customer Relationship Management" and similar term paper topics

Paper #094703 :: Customer Relationship Management
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An analysis of customer relationship management and its relationship to marketing.

Written in 2007; 3,137 words; 8 sources; MLA; $ 91.95

Paper Summary:

This paper aims to define those areas where customer relationship management (CRM) and marketing are interconnected. It begins by defining CRM, in general and looking at how it has developed within organizations over time. The paper then specifically looks at cases of specific strategies that are dependent on each other for results.

Table of Contents:
Executive Summary
The Rapidly Changing CRM Landscape
Defining CRM
CRM's Impact on Marketing: Fuel for Attracting, Selling and Serving Customers
Summary

From the Paper:

"One of the most challenging areas of how companies are integrating CRM and marketing strategies is channel management, specifically Partner Relationship Management (PRM). This is the application of CRM strategies, tools, and techniques to the indirect channels that companies rely on for revenue. These are the distributors and dealers that companies sell their products through. To keep distributors and dealers selling their products, companies are using CRM systems to first understand the many priorities of their channels and second, to build loyalty with their distribution channel partners. Foremost in these efforts around PRM is lead generation and escalation, which is the generating, tracking and distributing of sales opportunities throughout distribution channels. In a critically acclaimed body of research, (Columbus 2003) claims that lead generation and escalation is critical for the long-term functioning of any channel management initiative. In his research, Columbus claims that Microsoft was able to increase sales by 30% throughout France using lead management and escalation for their mid-market ERP applications."

Tags: distribution strategies enterprize

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